A chain of over 70 cafés in Israel, Aroma has plans to expand to Toronto and other North American cities. (NOTE: it is not related to the since-defunct Aroma Espresso Bar that once existed near the Embarcadero Center at 450 Sansome and Commercial St.) The article reviews some of the nuanced customer service differences Aroma has learned about doing business in New York City (versus Jerusalem) — although the café plans to stay true to its home roots.